Stay ahead of the competition | The star

PETALING JAYA: Marketers and agencies are urging brands to step up their online marketing strategies and stay ahead of the competition, especially with the advent of the fifth generation (5G) network.

Adoption of the network would also see more effective and efficient campaigns, as the technology would change the way campaigns are planned, allow for better optimization and encourage buying to happen in real time.

Reprise Group CTO Elwin Tan told StarBiz that the advent of 5G means brands’ online presence is becoming more vital than ever.

“Consumption of content will increase even further, so brands need to take proactive steps to ensure their online presence is not just seen or heard, but comes across as relevant and resonating. effective online marketing strategy and deploying the right tactics to achieve it,” he noted.

Reprise is a full-service, integrated communications agency within the IPG Mediabrands network. 5G has also given rise to the growth of advanced technologies such as user experience, big data, analytics and performance marketing.

As mobile commerce has grown exponentially, especially in recent years with the Covid-19 pandemic, 5G would further support this change, Tan said.

With a large number of users shopping on mobile devices, Tan said brands should switch to a mobile-first marketing approach if they haven’t already – or risk being left behind.

“Things brands will need to look at include improving the user’s journey to purchase by leveraging 5G speeds, hyper-personalization through more sophisticated data collection and analytics, and helping overcome limitations. today’s techniques, such as slow load times and bandwidth.

By leveraging the enhanced experiences 5G can bring, brands can position themselves as early adopters in the eyes of the consumer,” Tan noted.

The President of the Malaysian Association of Advertisers, Claudian Navin Stanislaus, said that although in its infancy, 5G has already had a noticeable impact on the business world. For marketers and brands, he said 5G will enable more immersive interactive brand experiences, through higher resolution video, augmented reality (AR), virtual reality (VR) and the metaverse.

This would provide advertisers with an alternative to user-level targeting with higher levels of user engagement through creative content; but more importantly, closing the loop on a more direct space for the consumer.

The Metaverse is a digital reality that combines aspects of social media, online gaming, augmented reality, virtual reality, and cryptocurrencies to allow users to interact virtually.

Claudian said 5G would allow campaigns to be constantly optimized and modified, noting that brands would be able to deliver personalized ads, improve the shopping experience and even adjust prices to encourage the real-time purchase.

He added that there are five ways for brands and marketers to advance 5G adaptation.

“The first is understanding how 5G will change user behavior and considering marketing plans around that. Second, pay attention to the countries that are ahead of us in terms of 5G deployment and learn from their successes and failures. Third, invest in research and development to see how marketers can use 5G to their advantage.

“Fourth, collaborate with other brands and industries to develop a cross-industry understanding of the potential of 5G. Finally, keep an open mind to new opportunities that may arise from 5G technology, such as the widespread adoption of blockchain technology, and be prepared to capitalize on it,” Claudian said. He also said that Malaysia should not lag behind its regional counterparts in terms of 5G implementation.

“The question is no longer whether we need 5G, but rather how to ensure that we don’t fall further behind in the race for innovation and adoption.

“The network is not just a game-changer, it’s a complete paradigm shift. We have to be ready for that now,” he stressed.

Commenting on how 5G would help marketers and brands to boost their presence in the market, Tan Kien Eng, CEO of dentsu Malaysia, said that 5G is 10 times faster than 4G.

With 5G speed being made available beyond city centers to cater for the nationwide Internet of Things, he said it would definitely be a game-changer. Kien Eng said brands would be able to create more immersive experiences with AR and VR to better engage prospects.

Brands should explore a new use of creativity and technology to compensate for tighter control over cookies and advertising IDs, he said. models across South Korea, the Middle East, the United States and Australia, through which prospects can view and experience new models anytime, anywhere,” he said. to concentrate. Therefore, it integrates creativity with technology and platforms for brands to enhance users’ 5G experience.

When applied correctly, he said brands would be able to take advantage of a more immersive, timely and targeted delivery system, which would improve campaign effectiveness and efficiency.

“As brands work with the agency to examine the entire customer experience, they will also need to leverage its approach to modern creativity to improve user experience to create culture, change society and invent. the future,” said Kien Eng.

Tan from Reprise further pointed out that for brands, staying relevant and pushing innovation using emerging technologies is not an option but a crucial impetus as 5G is not the end of the road, but simply the beginning.

Comments are closed.